Structural Modeling

Abstract

The research purposed to develop the structural equation modeling of the service quality and customer satisfaction on loyalty to Thai Private Hospital on the eastern region. The population and samples used in this study were customers or users in Thai Private Hospital (Healthcare Accreditation: HA and Joint Commission International : JCI in the eastern region) as Chonburi, Rayong, Chanthaburi, Trad and Chachoengsao province. The sample size was 432 people and purposive selecting. The research tools were questionnaires. A statistical data analysis was performed using Percentage, and Structural Equation Modeling analysis. This study found that the customer satisfaction influenced directly to the loyalty in statistical significance at 0.01 with strong influences. The service quality had no influenced directly to the loyalty. The service quality influenced indirectly to the loyalty through customer satisfaction in statistical significance at 0.01 with strong influences. The service quality influenced directly to customer satisfaction in statistical significance at 0.01 with very strong influences.